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Publication
Vender o sonho: O processo de compra e venda de um evento corporativo vocacionado para a ativação do capital humano
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| 2.18 MB | Adobe PDF |
Advisor(s)
Abstract(s)
Nos últimos anos o setor dos eventos tem tido um crescimento exponencial encontrando-se cada vez mais próximo de outras áreas da comunicação. Relativamente aos eventos, os corporativos ganham cada vez mais destaque nomeadamente pela perceção das suas vantagens pelos gestores. Perante um consumidor cada vez mais exigente e conhecedor, torna-se essencial proporcionar-lhe experiências únicas que superem as suas expectativas. Por isso, também aos organizadores de eventos empresariais se exige que sejam criativos e inovadores numa área com, cada vez mais, oferta e procura. Cada evento é único pelo que o seu caráter singular torna-o ainda mais especial. Por isso, os organizadores devem ter a capacidade de identificar fatores críticos que lhes permitam vender um sonho aos seus clientes através de ferramentas e estratégias tanto de organização como de comunicação.
O principal objetivo deste estudo é perceber como é que os eventos corporativos podem melhorar as relações interpessoais e a motivação dos colaboradores com reflexo na sua performance. Para tal, foram realizadas entrevistas, tanto a empresas organizadoras de eventos corporativos, como aos seus clientes, de modo a permitir analisar a forma de trabalho e de diferenciação necessária para alcançar o sucesso com este tipo de eventos. Os resultados revelam-se consistentes com a literatura, mostrando que o briefing é essencial na construção da proposta de acordo com os objetivos dos clientes, mas raramente estes sabem construí-lo de forma adequada. Relativamente à proposta, os clientes querem que estas sejam cada vez mais criativas e inovadoras, recorrendo à tecnologia e a meios disruptivos. No processo de compra e venda a relação entre os dois intervenientes deve primar pela proximidade e confiança, mostrando-se também fundamental para o sucesso do evento. Durante ou após os eventos torna-se necessário avaliar a satisfação dos clientes tanto com o objetivo de melhorar propostas futuras como de garantir a fidelização dos mesmos, para assim vender ao seu cliente o sonho de ver realizado o seu evento corporativo.
In recent years, the sector of events had an exponential growth, increasingly finding themselves close to other areas of communication. With regard to events, corporate ones are those who earn more prominence particularly the perception of its advantages by managers. Faced with an increasingly demanding and knowledgeable consumer, it becomes essential to provide them with unique experiences that exceed their expectations. So, the organizers must be creative and innovators in an area with increasingly supply and demand. Each event is unique and its exceptional character makes it even more special. Therefore, corporate event organizers should have the ability to identify critical factors that allow them to sell a dream to its customers through organizational and communication tools and strategies. The main objective of this study is to understand how corporate events can improve interpersonal relationships and motivation of employees with a reflection on the performance of the company. To achieve this goal, interviews were conducted both to the organizing company events and their customers, in order to analyze how they work and how they need to be different to achieve success with this type of events. The results are consistent with literature showing that the briefing is essential in the construction of the proposal according to the objectives of the clients but rarely do they know how to construct it adequately. With regard to the proposal, customers want them to be more creative and innovative, using technology and disruptive means. In the process of buying and selling events, the relationship between the two players should be based on proximity and trust, which is also essential to the success of the event. During or after the events it is necessary to evaluate customer satisfaction both with the aim of improving future proposals and ensuring their loyalty, so they can sell to their client the dream of seeing their corporate event fulfilled.
In recent years, the sector of events had an exponential growth, increasingly finding themselves close to other areas of communication. With regard to events, corporate ones are those who earn more prominence particularly the perception of its advantages by managers. Faced with an increasingly demanding and knowledgeable consumer, it becomes essential to provide them with unique experiences that exceed their expectations. So, the organizers must be creative and innovators in an area with increasingly supply and demand. Each event is unique and its exceptional character makes it even more special. Therefore, corporate event organizers should have the ability to identify critical factors that allow them to sell a dream to its customers through organizational and communication tools and strategies. The main objective of this study is to understand how corporate events can improve interpersonal relationships and motivation of employees with a reflection on the performance of the company. To achieve this goal, interviews were conducted both to the organizing company events and their customers, in order to analyze how they work and how they need to be different to achieve success with this type of events. The results are consistent with literature showing that the briefing is essential in the construction of the proposal according to the objectives of the clients but rarely do they know how to construct it adequately. With regard to the proposal, customers want them to be more creative and innovative, using technology and disruptive means. In the process of buying and selling events, the relationship between the two players should be based on proximity and trust, which is also essential to the success of the event. During or after the events it is necessary to evaluate customer satisfaction both with the aim of improving future proposals and ensuring their loyalty, so they can sell to their client the dream of seeing their corporate event fulfilled.
Description
Keywords
recursos humanos relações interpessoais comunicação gestão de eventos eventos corporativos human resources interpersonal relationships communication event management corporate events